Application — Growth
The recycled RE-KINI™ fabric, 75% less CO₂, sits in product descriptions. The home meta description sells colour and thong cuts instead.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- The Cheeky V Bikini Bottom - Paloma description carries the line 'produced with 75% less CO₂ than standard fabrics'. That is a hook for an ad, yet it is written as spec text.
- Free shipping starts on orders over $100. A halter top at $66.00 plus a Cheeky V bottom at $64.00 crosses it, so a set is the natural ad offer.
- Review widgets show 'Rated 4.9 out of 5 stars' on 156 reviews, and a separate count of 40,235 reviews. Both are proof worth quoting, but ads need one number, picked deliberately.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from a $64.00 bottom to a $98.00 one piece.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test: Paloma against Petal Pop.
- Creators: beach-holiday travellers filming try-ons, fit-focused creators across bust sizes from B cup to E cup, and couples wearing the Men's Swim Trunks.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, with the 10% first-order offer tracked apart.
- Event tracking I'd spec and work through with your team. That part isn't me. Orders over $100 must credit the right ad.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Creators come on two a week, from 0 live to 10 live by week six. Each posts the same number of videos a week, so videos go from 14 to 70. New ads and landing pages follow the creators, and experiments rise from 2 to 6. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Build a hook library from the product pages: the recycled RE-KINI™ fabric, the cheeky and thong cuts, and the colourways, before any creator is briefed.
- Write a claims sheet for the recycled-fabric wording using only the brand's own text, so every creator and every ad quotes the same sentence.
I'd love to chat if this makes sense. Grab a time here.
Danilo